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Survey shows traditional media still Kenyans’ main news source

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Watching a TV programme in Elgeyo-Marakwet County. FILE PHOTO | NMG

Kenya’s switch to digital TV broadcasting has seen the number of channels airing in the country rise dramatically to 337, giving viewers wider choice of news, entertainment and religion programmes.

There are now 66 local TV channels, according to a media consumer survey by Kenya Audience Research Foundation (KARF), an organisation formed by advertisers, media owners and marketers.

Most of the local channels are free-to-air and whose number rose significantly from less than 20 prior to the digital migration, which made it easier for more players to enter the market.

Analogue broadcasting required each firm to invest heavily in building and maintaining its own physical infrastructure creating a barrier to entry for those with limited capital. Viewers now have a long list of channels to select from, with a menu of broadcasts of general and niche content in diverse languages.

“While trends show that upmarket Kenyans are getting their news from social media platforms such as Facebook, Twitter and WhatsApp, the majority are still consuming traditional media,” KARF technical oversight committee chairman Lenny Ng’ang’a said in a statement.

“This can be attributed to the accessibility and perceived authenticity of the news on traditional media; New media is here to stay but traditional media is still king.”